ARADHNA KRISHNA (updated February 2015)

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1 ARADHNA KRISHNA (updated February 2015) CONTACT DETAILS R6354 Ross School of Business University of Michigan 701 Tappan Street Ann Arbor, MI Tel: ; Fax: EDUCATION Ph.D., Marketing Graduate School of Business New York University Minor: Operations Research and Statistics M.B.A., Marketing Indian Institute of Management Ahmedabad, India B.A. (Hons.), Economics Lady Shri Ram College Delhi University, India Minor: Statistics CURRENT RESEARCH INTERESTS TEACHING INTERESTS PROFESSIONAL EXPERIENCE Sensory marketing; Cause Marketing; Pricing and other Exchange Mechanisms; Promotions; Experimental Economics BBA, MBA and Executive Teaching: Sensory Marketing, Pricing, Sales Force Management, Promotions Ph.D.: Sensation and Perception; Experimental Economics. University of Michigan, Ross School of Business Dwight F. Benton Professor of Marketing (Summer 2009 to current) Isadore and Leon Winkelman Professor of Retail Marketing (December 2003 to summer 2009) Professor of Marketing (Summer 2000 to current) Associate Professor of Marketing (Summer 1998 to Summer 2000) MBA and BBA Courses taught: Sensory Marketing, Pricing, Sales Force Management, Introduction to Marketing, Market Research. Doctoral courses taught: Sensation and Perception, Marketing Models, Experimental Economics.

2 National University of Singapore (on sabbatical from Univ. of Michigan) Visiting Professor ( ) Hong Kong University of Science and Technology (on sabbatical from Univ. of Michigan) Visiting Professor ( ) National University of Singapore (on sabbatical from Univ. of Michigan) Distinguished Visiting Professor ( ) Center for South Asian Studies, University of Michigan Senior Faculty Associate, 2002 to 2005 Columbia University Associate Professor of Marketing, September 1996 to Spring 1998 July 1993 to August 1995 Assistant Professor of Marketing, July 1989 to June 1993 MBA Courses taught: Introduction to Marketing; Marketing Planning; Sales Force Management New Product Development; New Products: A Market Research Perspective Doctoral Course taught: Marketing Models New York University Visiting Associate Professor, Sept to Aug Courses taught: Sales Force Management; Brand Planning for New and Existing Products Research Assistant, New York University, June 1986 to June 1989 Brand Manager, Voltas Ltd., India June 1984 to August 1985 Freelance Journalist, Update, India June 1984 to November 1985 HONORS AND Article on Aradhna Krishna s work in sensory marketing in Harvard AWARDS Business Review, March #19 in productivity in marketing journals ( ; Docsig ratings) #1 most downloaded article in the Journal of Consumer Psychology, 2013, 2014 #1 most cited article in the Journal of Consumer Psychology, 2013 #13 in productivity in marketing journals ( ; Docsig ratings) Named a Fellow of the Society of Consumer Psychology, 2013 Distinguished speaker, Haring-Seth Doctoral Symposium, 2012 Among Business Week 2012's three most prominent undergraduate faculty at the Ross School of Business.

3 Honorable Mention, William Davidson Award, 2011 Finalist for Paul Green Award, 2010 Among top 50 most prolific marketing researchers (as stated in the Journal of Marketing, 2009) Senior Speaker, first Stern School Doctoral Alumni Reunion Conference, New York University, Ross School of Business Senior Faculty Research Award 2007 Finalist for O Dell Award, Best paper award at Winter AMA conference Among top 10 reviewers (#6) for Marketing Science, 2003 Outstanding reviewer award -- Journal of Consumer Research ( ) William R. Davidson Award for best paper to appear in the Journal of Retailing in Nominated for best paper award at Summer AMA conference (1988) Nominated for Ph.D. teaching award 2002 Invited to be part of ACR Doctoral Consortium Faculty Baltimore, 2014 Chicago, 2013 Vancouver, 2012 Jacksonville, Florida, 2010 Memphis, 2007 Invited to be part of the Informs Doctoral Consortium Faculty Ann Arbor, 2009 Vancouver, 2008 Singapore, 2007 Rotterdam, Netherlands, 2004 University of Maryland, June 2003 Invited to be part of the AMA Doctoral Consortium Faculty Northwestern University, Evanston, 2014 University of Michigan, Ann Arbor, 2013 (co-chair) University of Washington, Seattle, 2012 Texas Christian Univ., Dallas, 2010 Univ. of Arizona at Phoenix, 2007 Univ. of Maryland, 2006 Texas A&M, August 2004 University of Southern California August 1999 AMA Doctoral Dissertation competition Winner, 1990 Herman E. Kroos Award, 1990, for the best doctoral dissertation at the New York University Stern School of Business George Burton Hotchkiss Fellow Award, 1988, for outstanding performance in the Ph.D program Beta Gamma Sigma

4 RESEARCH PAPERS IN REFEREED JOURNALS 1. Cian, Luca, Aradhna Krishna and Ryan Elder, A sign of things to come: Dynamic Iconography, forthcoming, Journal of Consumer Research. 2. Krishna, Aradhna, Nilufer Aydinoglu and Kelly Herd, Embarrassment as a social emotion, forthcoming, Journal of Consumer Psychology. 3. Krishna, Aradhna and Norbert Schwarz (2014), Sensory Marketing, Embodiment, and Grounded Cognition: Implications for Consumer Behavior, Journal of Consumer Psychology, 24 (2), Biswas, Dipayan, Courtney Szocs, Aradhna Krishna and Donald Lehmann (2014), Something to Chew on: The Effects of Oral Haptics on Mastication, Orosensory Perception, and Calorie Estimation, Journal of Consumer Research, 41 (2), Cian, Luca, Aradhna Krishna and Ryan Elder (2014), The Evoked-Dynamism Effect: Dynamic Imagery from Static Brand Logos (2014), Journal of Marketing Research, 51 (2), Aradhna Krishna, Morrin Morrin and Eda Sayin (2014), Smellizing Cookies and Salivating: A Focus on Olfactory Imagery, Journal of Consumer Research, 41 (1), Lynch, John, G., Joseph W. Alba, Aradhna Krishna, Vicki G. Morwitz, and Zeynep Gürhan-Canli (2012), Knowledge Creation in Consumer Research: Multiple Routes, Multiple Criteria, Journal of Consumer Psychology, 22 (4), Wang, Yu and Aradhna Krishna (2012), Enticing for me but Unfair to Her: Can Targeted Pricing Evoke Socially Conscious Behavior?, Journal of Consumer Psychology, 22(3), Elder, Ryan and Aradhna Krishna (2012), The Visual Depiction Effect: Inducing Embodied Mental Simulation that Evokes Motor Responses, Journal of Consumer Research, 38(6), (Featured on NPR Salt, on APS News page, ScienceDaily, EurekAlert) 10. Aydinoglu, Nilufer and Aradhna Krishna (2012), Imagining Thin: Why Vanity Sizing Works, Journal of Consumer Psychology, 22(4), (Featured Guest on NPR Morning Edition, Featured Guest on WGN Radio Chicago). 11. Krishna, Aradhna (2012), An Integrative Review of Sensory Marketing: Engaging the Senses to affect Perception, Judgment and Behavior, Journal of Consumer Psychology, 22(3), (most downloaded JCP article in 2013).

5 12. Krishna, Aradhna (2011), "Can Supporting a Cause Decrease Donations and Happiness?: The Cause Marketing Paradox ", Journal of Consumer Psychology, 21 (3), July, (cited in Boston Globe, LA Times, Toronto Star, Chronicle of Philanthropy; Huffington Post April 6, 2011 and July 12, 2011; Media Post; Minneapolis Star Tribune; The Association of Fundraising Professionals Information Exchange; Psychology Today Art Markman s blog on July 1, 2011 and Scott Rick s blog on October 12, 2013; the paper has gone viral and has appeared in hundreds of blogs, tweets etc.) 13. Morrin, Maureen, Aradhna Krishna and May Lwin (2011), Retroactive Interference from Scent Cues and the Effect on Product Recall, Journal of Consumer Psychology, 21 (3), July, Hong Yuan and Aradhna Krishna (2011), Price-Matching Guarantees with Endogenous Search: A Market Experiment Approach, Journal of Retailing, 87(2), June, Aydinoglu, Nilufer Z. and Aradhna Krishna (2011), "Guiltless Gluttony: The Asymmetric Effect of Size Labels on Size Perceptions and Consumption ", Journal of Consumer Research, April, 37(6), (discussed in New York Times, Time magazine and other publications; also featured in Journal of Consumer Research curation of important articles on Food Decision-Making). 16. Hall, Joseph, Praveen Kopalle, and Aradhna Krishna (2010), "Retailer Dynamic Pricing and Ordering Decisions: Category Management versus Brand-by-Brand Approaches, Journal of Retailing, 86(2), June, (Honorable Mention, William Davidson award for best paper). 17. Krishna, Aradhna, Ryan S. Elder, Cindy Caldara (2010), "Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience ", Journal of Consumer Psychology, Vol. 20, No. 4, Oct. 2010, Lwin, May, Maureen Morrin, and Aradhna Krishna (2010), "Exploring the Superadditive Effects of Scent and Pictures on Verbal Recall: An Extension of Dual Coding Theory ", Journal of Consumer Psychology 20(3), Ailawadi, Kusum, Jie Zhang, Aradhna Krishna and Mike Kruger (2010), When Walmart Enters: How Incumbent Retailers React and How this Affects their Sales Outcomes", Journal of Marketing Research, August 2010, (Featured by Insights from MSI Spring 2009; Earlier version published as a Research Report by the Marketing Science Institute). Finalist for Paul Green award for the paper which shows or demonstrates the most potential to contribute significantly to the practice of marketing research. 20. Krishna, Aradhna, May Lwin and Maureen Morrin (2010), "Product Scent and Memory ", Journal of Consumer Research 37(June) (Discussed in New York Times, November 16, Also discussed in New York, Allure, and many other publications). 21. Elder, Ryan and Aradhna Krishna (2010), The Effect of Advertising Copy on Sensory

6 Thoughts and Perceived Taste, Journal of Consumer Research, February, Vol. 36 (5), (discussed in Telegraph UK, July 22, 2009, ScienceBlog, PsychOrg and other publications). 22. Krishna, Aradhna and Uday Rajan (2009), Spillover effects of cause-related products in a product portfolio, Management Science, Vol. 55, No. 9, September 2009, (discussed in Boston Globe, Atlanta Journal, and other publications). 23. Wilfred Amaldoss, Teck Ho, Aradhna Krishna, Kay-Yut Chen, Preyas Desai, Ganesh Iyer, Sanjay Jain, Noah Lim, John Morgan, Ryan Oprea, and Joydeep Srivasatava (2008), Experiments of Strategic Choice and Markets, Marketing Letters, 19(3-4), Krishna, Aradhna and Rohini Ahluwalia (2008), "Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms", Journal of Consumer Research, 35(4), (discussed in the New York Times, Sept. 14, 2008, Economic Times of India, Sept. 17, 2008, and many other publications). 25. Yuan, Hong and Aradhna Krishna, (2008), "Pricing of Mall Services in the Presence of sales Leakage, Journal of Retailing, 84, (Honorable mention for the Best conference paper and Best paper award of the distribution channel track, Winter AMA Educators conference, 2006). 26. Krishna, Aradhna, Rongrong Zhou and Shi Zhang (2008), "The Effect of Self-Construal on Spatial Judgments", Journal of Consumer Research, August, Vol. 35, No. 2, (discussed in ScientificCommons, EscienceNews and other publications). 27. Krishna, Aradhna and Utku Unver (2008), "Improving the Efficiency of Course Bidding at Business Schools: Field and Laboratory Studies, Marketing Science, March-April, Vol. 27, No. 2, Krishna, Aradhna and Maureen Morrin (2008), "Does Touch Affect Taste? The Perceptual Transfer of Product Container Haptic Cues", Journal of Consumer Research, April, Vol. 34, (Featured on CBC Radio's As It Happens 19 Mar. 2008, The Times (London) 22 Mar. 2008, LA Times 24 Mar. 2008, US News and World Report 10 Sep. 2008, US News and World Report 26 Oct. 2008, and other media). 29. Zhang, Jie and Aradhna Krishna (2007), "Brand-Level Effects of Stockkeeping Unit Reductions", Journal of Marketing Research, November, Vol. 44, Aradhna Krishna, Fred Feinberg and John Z. Zhang (2007), Pricing Power and Selective Versus Across-the-Board Prices Increases, Management Science, September, Vol. 53, No. 9, Krishna, Aradhna and Yu Wang (2007), The Relationship Between Top Trading Cycle and Top Trading Cycle and Chains Mechanisms, Journal of Economic Theory, January, Vol. 132, No. 1,

7 32. Wang, Yu and Aradhna Krishna (2006), Time-Share Allocations: Theory and Experiment, Management Science, 52 (8), August, Krishna, Aradhna (2006), The Interaction of Senses: The Effect of Vision and Touch on the Elongation Bias, Journal of Consumer Research, Vol. 32, Issue 4, Krishna, Aradhna, Carolyn Yoon, Mary Wagner and Rashmi Adaval (2006), The Effect of Extreme Price Frames on Reservation Prices, Journal of Consumer Psychology, Volume 16, Number 2, Krishna, Aradhna (2005), How Big is Tall?, Forethought, Harvard Business Review, April, Vol. 83, Issue 4, Brown, Christie and Aradhna Krishna (2005), The Skeptical Shopper: A Metacognitive Account for the Effects of Default Options on Choice, Journal of Consumer Research, December, Vol. 31, Issue 3, Aradhna Krishna and Joel Slemrod (2003), Behavioral Public Finance: Tax Design as Price Presentation, International Tax and Public Finance, Policy Watch section, 10(2), (manuscript has been cited in Business Week Online June 12, 2001, Financial Times Online April 17, 2002, Dallas News, aired on Michigan Radio, NPR Marketplace April 1, 2002). 38. Fred Feinberg, Aradhna Krishna and John Z. Zhang (2002), Do We Care What Others Get?: A Behaviorist Approach to Targeted Promotions, Journal of Marketing Research, August, Vol. 39, No. 3, (Lead article; Finalist for the O Dell award granted by the Journal of Marketing Research for the paper with the most significant long-run contribution to marketing; Featured guest on NPR Marketplace). 39. Krishna, Aradhna, Richard Briesch, Donald Lehmann, and Hong Yuan (2002), A Meta- Analysis of the Impact of Price Presentation on Perceived Savings, Journal of Retailing, Vol. 78, (Awarded the William R. Davidson Award for best paper to appear in the journal in 2002.) 40. Moreau, Page, Aradhna Krishna and Bari Harlam (2001), The Manufacturer-Retailer- Consumer Triad: Differing Perceptions Regarding Price Promotions, Journal of Retailing, December, Vol. 77, Issue 4, Robert Krider, Priya Raghubir and Aradhna Krishna (2001), Pizza - Pi or Squared?: The Effect of Perceived Area on Price Perceptions, Marketing Science, Volume 20, No. 4, Zhang, John Z., Aradhna Krishna and Sanjay Dhar (2000), The Optimal Choice of Promotion Vehicles: Front-loaded or Rear-loaded Incentives?, Management Science, March, Kopalle, Praveen, Aradhna Krishna, and Joao Assuncao (1999), The Role of Market

8 Expansion on Equilibrium Bundling Strategies, Managerial and Decision Economics, 20, Krishna, Aradhna and Z. John Zhang (1999), Short- or Long-fuse Coupons: The Effect of Expiration date on Coupon Profitability, Management Science, August, Raghubir, Priya and Aradhna Krishna (1999), Vital Dimensions: Antecedents and Consequences of Biases in Volume Perceptions, Journal of Marketing Research, August, Meyer, Robert, Tulin Erdem, Fred Feinberg, Itzhak Gilboa, Wesley Hutchinson, Aradhna Krishna, Steven Lippman, Carl Mela, Amit Pazgal, Drazen Prelec and Joel Steckel (1997), Dynamic Influences on Individual Choice Behavior, Marketing Letters, 8 (3), Krishna, Aradhna and Priya Raghubir (1997), The Effect of Line Configuration on Perceived Numerosity of Dotted Lines, Memory and Cognition, 25(4), Raghubir, Priya and Aradhna Krishna (1996), As the Crow Flies: Bias in Consumers' Map- Based Distance Judgments, Journal of Consumer Research, 23 (June), Krishna, Aradhna and Gita V. Johar (1996), Consumer Perception of Deals: Biasing Effects of Varying Deal Prices, Journal of Experimental Psychology:Applied, 2 (3), , Lead Article. 50. Harlam, Bari, Aradhna Krishna, Donald R. Lehmann and Carl Mela (1995), Impact of Bundle Type, Price Framing and Familiarity on Purchase Intention for the Bundle, Journal of Business Research, 33 (May), Krishna, Aradhna (1994), The Impact of Dealing Patterns on Purchase Behavior, Marketing Science, 13 (Fall), Krishna, Aradhna (1994), The Effect of Deal Knowledge on Consumer Purchase Behavior, Journal of Marketing Research, 31 (February), Krishna, Aradhna (1992), The Normative Impact of Consumer Price Expectations for Multiple Brands on Consumer Purchase Behavior, Marketing Science, 11 (Summer), Krishna, Aradhna and Robert W. Shoemaker (1992), Estimating the Effects of Higher Coupon Face Values on the Timing of Redemptions, The Mix of Coupon Redeemers and Purchase Quantity, Psychology and Marketing, 9 (6), Krishna, Aradhna (1991), Effect of Dealing Patterns on Consumer Perceptions of Deal Frequency and Willingness to Pay, Journal of Marketing Research, 28 (November),

9 56. Krishna, Aradhna, Imran C. Currim and Robert W. Shoemaker (1991), Consumer Perceptions of Promotional Activity, Journal of Marketing, 55 (April), Bawa, Kapil, Jane T. Landwehr, and Aradhna Krishna (1989), Consumer Response to Retailers Marketing Environments: An Analysis of Coffee Purchase Data, Journal of Retailing, 65 (Winter), BOOKS, BOOK CHAPTERS, MAGAZINES AND OP-EDS Elder, Ryan S. and Aradhna Krishna (2014), Grasping the Grounded Nature of Mental Simulation, forthcoming In-Mind Magazine. Krishna, Aradhna, Customer Sense: How the 5 Senses Influence Buying Behavior, Palgrave Macmillan, NYC, 2013 (reviewed by Kirkus Reviews, Publishers Weekly, WGN Radio Chicago, Psychology Today, JWT Intelligence, Buyer Behavior, Shopperception, Blog Business World, Doctor Disruption). Krishna, Aradhna, Two questions to ask before buying pink, Op-Ed in Detroit Free Press, October 30, 2012 Krishna, Aradhna, Sensory Marketing: Research on the Sensuality of Consumers, Aradhna Krishna (Ed.), Chinese edition, Krishna, Aradhna, The Right Way for Companies to Mix Donations and Marketing, Op- Ed in Detroit Free Press, October 28, Krishna, Aradhna, Philanthropy and Marketing, Op-Ed in Toronto Star, October 15, Krishna Aradhna, Price Deals in Joseph Alba edited, Consumer Insights, published by Marketing Science Institute, Boston, forthcoming. Krishna, Aradhna, As I See it: Sensory marketing, in Consumer Behavior: Buying, Having and Being (9 th edition), Mike Solomon (Ed.), Pearson Higher Education, Krishna, Aradhna (2010), Eulogy to a Management Guru, Op-Ed in the Economic Times, India, 20 April Krishna, Aradhna, Introduction to Sensory Marketing in Sensory Marketing: Research on the Sensuality of Consumers, Aradhna Krishna (Ed.), Routledge, NYC, December 2009 (translated into Chinese in 2011). Krishna, Aradhna and Ryan Elder, The Gist of Gustation: Taste, Food and Consumption, in Sensory Marketing: Research on the Sensuality of Consumers, Aradhna Krishna (Ed.), Routledge, NYC, December

10 Aydinoglu, Nilufer, Aradhna Krishna and Brian Wansink, Do Size Labels have a Common Meaning across Consumers?, in Sensory Marketing: Research on the Sensuality of Consumers, Aradhna Krishna (Ed.), Routledge, NYC, December Krishna, Aradhna (Ed.), Sensory Marketing: Research on the Sensuality of Consumers, Routledge, NYC, December Krishna, Aradhna, Behavioral Responses to Pricing, in Handbook of Research in Pricing, Vithala Rao (Ed.), Edward Elgar Publishing, Krishna, Aradhna (2008), Regulate Deals to Prevent More Retail Tragedies, Op-Ed in Detroit News, December 9. Krishna, Aradhna, 2007, "Biases in Spatial Perception: A Review and Integrative Framework", in Visual Marketing: From Attention to Action, Michel Wedel and Rik Pieters, Eds., Lawrence Erlbaum Associates, Mahwah, New Jersey. [Conference proceedings are not listed] CURRENT RESEARCH ACTIVITY WORKS IN PROGRESS Cian, Luca, Norbert Schwarz and Aradhna Krishna, Top or bottom of screen? Vertical position as a representation of rationality and emotionality under revision for third submission. Hagen, Anna Linda, Aradhna Krishna and Brent McFerran, The literal Self-serving bias, under second review. Sayin, Eda, Aradhna Krishna, Caroline Ardelet, Gwenaelle Briand, and Alain Goudey, Sound and Safe : The Effect of Auditory Input on Perceived Safety of Public Spaces, under revision for third submission. Ellie Kyung, Manoj Thomas and Aradhna Krishna, Ordinal Scales and Number processing, under revision for second submission. Shen, Hao, Meng Zhang and Aradhna Krishna, Effect of Computer Interface on Consumer Choice Decisions. Krishna, Aradhna, David Luna and Beatriz Pereira, Language and Health Risk- Incidence?, working paper. Cornil, Yann, Pierre Chandon and Aradhna Krishna, Expectancy Effects of Labeling Alcohol Mixed with Energy Drink as a Vodka-Red Bull, Vodka, or Fruit Cocktail on Subjective Intoxication and General, Sexual and Driving Risk-taking, under review.

11 Hung, Iris and Aradhna Krishna, Gestures of Production Closure, working paper. Aradhna Krishna, Brent McFerran and Wenbo Wang, Green or Greed: Attributions of Green Consumption Behavior, under revision for second submission. Elder, Ryan and Aradhna Krishna, Mental Simulation versus Deliberate Imagery, working paper. Krishna, Aradhna and Ryan Elder, Kindling Memory: Encoding Specificity Effects Extend to Haptics, working paper. Krishna, Aradhna, A Spotlight on Spotlight, working paper. Aydinoglu, Nilufer and Aradhna Krishna, Experiential Imagery through suggestive associations in message cues, working paper. Wang, Yu, Uday Rajan, and Aradhna Krishna, State Laws for Cause Marketing and their consequences. Yuan, Hong, Uday Rajan, and Aradhna Krishna, Why are green products expensive? Krishna, Aradhna, Synchronic Digraphia and the Role of Script Choice in Advertising to Bilinguals: What is the advertiser saying about himself and the consumer? Krishna, Aradhna, Iris Hung and Xiong Ji, Auditory Imagery and Consumption Jian, Miaolei, Aradhna Krishna and Xiuoing Li, Nostalgia Sokolova, Tatiana and Aradhna Krishna, Add versus Delete buttons Wadhwa, Monica and Aradhna Krishna, Imagery and Motivation Cornil, Yann, Aradhna Krishna and Linda Hagen, Utensil Weight, Perceived Efficacy and Consumption SELECTED CONFERENCE PRESENTATIONS 1. Aydinoglu, Nilufer and Aradhna Krishna, Experiential Imagery through suggestive associations in message cues, in special session on Imagined Experiences: The Impact of Experiential Imagery on Consumer Attitudes, Intentions and Food Consumption Society of Consumer Psychology, Miami Cian, Luca, Norbert Schwarz and Aradhna Krishna, Top or bottom of screen? Vertical position as a representation of rationality and emotionality, Society of Consumer

12 Psychology Conference, Miami, 2014; Association of Consumer Research Conference, Baltimore, Cian, Luca, Aradhna Krishna and Ryan Elder, The Evoked-Dynamism Effect: Dynamic Imagery from Static Brand Logos, Society of Consumer Psychology Conference, San Antonio, Winter 2013; Association of Consumer Research Conference, Baltimore, 2014 (in (in special session organized by Cian and Krishna on Unexplored aspects of imagery ). 4. Anna Linda, Aradhna Krishna and Brent McFerran, Is Self-Serving Self-Serving? Who Serves Food Shapes Self-evaluation and Eating Decision, Society of Consumer Psychology Conference, San Antonio, Winter 2013 (poster); Association of Consumer Research Conference, Baltimore, 2014 (poster). 5. Anna Linda, Aradhna Krishna and Brent McFerran, Is Self-Serving Self-Serving? Who Serves Food Shapes Self-evaluation and Eating Decision, Judgment and Decision Making Conference, Fall 2012, ACR Chicago Krishna, Aradhna, David Luna and Beatriz Pereira, Am I More Likely To Have Aids In English Or In Spanish?: The Effects Of Language On Risk Perception, Society of Consumer Psychology Conference, Florence, June Krishna, Aradhna and Ryan Elder, Those Slippers Feel Furry and Warm: Haptic Comfort through Automatic versus Deliberate Imagery, Society of Consumer Psychology Conference, Florence, June Elder, Ryan and Aradhna Krishna, Mental Simulation from Product Depiction: When Visual Stimuli Facilitate Sensory Experience, ACR St. Louis, 2011 (in special session organized by Krishna and Elder on Experiencing the Senses ). Discussant on special session on Reference prices and Consumer Judgments, ACR St. Louis, Elder, Ryan and Aradhna Krishna, Mental Simulation from Product Depiction: When Visual Stimuli Facilitate Sensory Experience ; Witmer, Megan, Aradhna Krishna and Norbert Schwarz, Shifting Text can Shift Thinking: The Effect of Subtle Changes in Text Presentation on Processing Style both presentations in Society for Consumer Psychology Conference, Atlanta, Feb. 2011, in special session organized by Aradhna Krishna on Grounded Cognition and Consumer Psychology. 10. Krishna, Aradhna and Ryan Elder, Kindling Memory: Exploring the Encoding Specificity Effects of Stimuli Modality on Recall, Society for Consumer Psychology Conference, Atlanta, Feb. 2011, 11. Krishna, Aradhna, Ryan S. Elder, Cindy Caldara (2010), "The Semantic and Aesthetic Impact of Smell on Touch, ACR, Jacksonville, Florida, 2010 (in special session on A Broad View of the Notion of Sensory Interaction organized by Aradhna Krishna and

13 Joann Peck) 12. Elder, Ryan and Aradhna Krishna, Effect of Single Versus Multiple-Sense Advertisements on Taste Perceptions, ACR San Fransisco, 2008 (in special session organized by Krishna and Elder); ACR, Pittsburgh Krishna, Aradhna Spillover effects of cause-related products in a product portfolio, Marketing Science Conference, Ann Arbor 2009,; Marketing Science Conference, Singapore, Summer 2007; Choice Conference, Wharton School, University of Pennsylvania, Philadelphia, July Krishna, Aradhna and Maureen Morrin, The Perceptual Transfer of Product Container Haptic Cues, Society for Consumer Psychology Conference, Las Vegas, Winter Krishna, Aradhna, May Lwin, Maureen Morrin and Jochen Wirtz, The Effect of Product- Embedded Smell on Memory for Product Information, ACR San Francisco 2008 (in special session organized by Krishna and Elder); Society for Consumer Psychology Conference, Las Vegas, Winter Choice conference session on experimental economics organized with Teck-Ho and Wilfred, the Wharton school, Krishna, Aradhna and Yu Wang, Costly Punishment: Consumer Resistance to Discrimination by Firms, Marketing Science Conference, University of Pittsburg, June 2006 in special session organized by Aradhna Krishna and Wilfred Amadoss. 17. Brown, Christie and Aradhna Krishna, The Skeptical Shopper: A Metacognitive Account for the Effects of Default Options on Choice, Association for Consumer Research conference, Toronto, Krishna, Aradhna and Priya Raghubir, Are Visual Perception Biases Hard-Wired: A Re- Inquiry into The Automatic and Controlled Components of the Direct Distance Bias, Association for Consumer Research conference, Toronto, Wang, Yu and Aradhna Krishna, Time-Share Allocations: Theory and Experiment, Marketing Science Conference, Rotterdam, Yuan, Hong and Aradhna Krishna, Pricing of Mall Services when Transactions Can End Outside the Mall, Marketing Science Conference, Maryland, Krishna, Aradhna, Carl Mela and Joe Urbany, Inertia in Pricing, Marketing Science Conference, Maryland, Summer Krishna, Aradhna and Michel Wedel, Risk Aversion and Non-Linear Pricing, Marketing Science Conference, Edmonton, Summer 2002.

14 23. Christina L. Brown and Aradhna Krishna, "Endorsement-Based Default Effects in Choice," Conference on Behavioral Decision Research in Management, Chicago, IL, May Krishna, Aradhna, Carolyn Yoon and Mary Wagner, The Effect of Extreme Price Frames on Reservation Prices, Annual Conference of the Association of Consumer Research, Austin, October, Zhang, Jie and Aradhna Krishna, Analyzing the Impact of SKU Reduction in an On-Line Environment, Marketing Science Conference, Weisbaden, July Fred Feinberg, Aradhna Krishna and John Z. Zhang, Do We Care What Others Get? A Bounded Rationality Approach to Targeted Promotions, INFORMS, Korea, June, Feinberg, Fred, Bari Harlam and Aradhna Krishna, Promote to Switchers or Loyals: An Empirical Examination of Loyalty Programs, Marketing Science Conference, Univ. of California, Los Angeles, July Krishna, Aradhna and Christie Brown, To Fill or Not to Fill the Bubble: The Effect of Default Options on Choice, Annual Conference of the Society for Judgment and Decision Making, New Orleans, LA, November 2000; Marketing Science Conference, Syracuse, May Feinberg, Fred and Aradhna Krishna, Targeted Pricing: Do Relative Prices Matter?, Marketing Science Conference, Syracuse, May Briesch, Richard, Aradhna Krishna and Donald Lehmann, A Meta-Analysis of the Effect of Price Presentation on Deal Evaluation, American Marketing Association, Winter Educators Conference, St. Petersburgh, March Dhar, Sanjay, Aradhna Krishna and Z. John Zhang, The Optimal Choice of Promotion Incentives: Should one Front-load or Back-load Incentives?, Marketing Science Conference, Berkeley, March Krishna, Aradhna, Retailer Ordering and Pricing Decisions with Limited Trade Deal Information, Marketing Science Conference, Berkeley, March Robert Krider, Priya Raghubir and Aradhna Krishna, "Pizza: π or Squared?", Marketing Science Conference, Berkeley, CA: March Zhang J. Zhong and Aradhna Krishna, Why Do Coupon Expiration Dates Matter?, Marketing Science Conference, Gainesville, Spring Krishna, Aradhna, A Normative Retailer Ordering and Pricing Model Incorporating Expectations of Future Deals, Marketing Science Conference, Tucson, Spring 1994, Marketing Science Conference, Gainesville, Spring 1996.

15 36. Krishna, Aradhna, Bari Harlam and Page Moreau, The Triad of the Manufacturer-Retailer- Consumer: What they Perceive of Each Others' Role in Promotions, Conference of the Association for Consumer Research, Minneapolis, Spring Priya Raghubir and Aradhna Krishna, "Biases in Distance Estimation", Annual Convention of the American Psych. Association (Div. 23): Society for Consumer Psychology, New York, Aug Assuncao, Joao and Aradhna Krishna, Competitive Bundling, Marketing Science Conference, Tucson, Spring Harlam, Bari, Aradhna Krishna, Donald R. Lehmann and Carl Mela, The Impact of Bundle Type, Price Framing and Familiarity on Evaluation of the Bundle, Annual Conference of the Association of Consumer Research, Nashville, Fall, 1993, Marketing Science Conference, St. Louis, Spring Krishna, Aradhna and Priya Raghubir, The Effect of Visual Cues on Perceived Length and Choice of Waiting Lines and Mall Routes, Columbia-NYU-Yale Colloquium, Summer Krishna, Aradhna, The Normative Impact of Dealing patterns on Purchase Behavior, Marketing Science Conference, St. Louis, Spring Krishna, Aradhna, Modelling the Impact of Consumer Price Expectations for Multiple Brands on Consumer Purchase Behavior, Marketing Science Conference, London, Summer Krishna, Aradhna, The Effect of Dealing Patterns on Consumer Perceptions of Deal Frequency and Willingness to Pay, Marketing Science Conference, Delaware, Spring Krishna, Aradhna, Imran C. Currim and Robert W. Shoemaker, Consumer Perceptions of Promotional Activity, Marketing Science Conference, Urbana-Champaign, Spring Krishna, Aradhna, Modelling the Impact of Consumer Expectation About Time to the Next Deal and Sale Price on Consumer Purchase Behavior, Marketing Science Conference, Urbana-Champaign, Spring Krishna, Aradhna and Robert W. Shoemaker, A Closer Look at Promotional Purchase Quantities: Do consumers Buy More Packages or Larger Package-sizes?, ORSA/TIMS, New York, Fall Krishna, Aradhna and Robert W. Shoemaker, The Effect of a Direct Mail Coupon on Purchase Quantity and Timing, American Marketing Association Educators' Conference, San Francisco, August, SELECTED INVITED PRESENTATIONS

16 Invited speaker, Perspectives session on Hedonic Consumption, ACR Baltimore, 2014 Invited speaker, Sensory Marketing, ACR Doctoral Consortium, Baltimore, 2014 Perspectives on Sensory Marketing Keynote Speech at Understanding the Customer s Sensory Experience conference, Temple University, Philadelphia, June 2014 Perspectives on Sensory Marketing: Application to Product Design Keynote Speech at the Psychology of Design conference, University of Michigan, Ann Arbor, June Perspectives on Sensory Marketing Keynote Speech at the scientific meeting on Consumer experiences and behaviors in a multi-channel marketing environment: key points to success for manufacturers and retailers, University of Oviedo, Spain, May Automatic Imagery, Wharton School of Business, University of Pennsylvania, May 2014; Tulane University, New Orleans, February Organized the AMA consortium 2014 gave opening and closing speeches, moderated the Meet the Editors session and introduced the Keynote Speaker. Invited speaker, session on Sensations, ACR Chicago, 2013 Invited panelist in round table on transformative research, ACR Chicago, 2013 Fellow Address when Named a Fellow of the Society of Consumer Psychology, at the Society of Consumer Psychology Conference, San Antonio, Winter Distinguished Speaker, Haring Symposium, University of Indiana, Bloomington, Winter Sensory Perception and Embodied Cognition, National University of Singapore Winter 2013, Hong Kong University of Science and Technology Fall 2012, Chinese University of Hong Kong Fall 2012, University of Texas at Austin, Winter 2012; University of Alberta Marketing camp, Banff, Winter 2012; Erasmus University, Rotterdam, Netherlands, May 2012; University of Paris, Dauphine, May Conversation on Sensations, invited leading researcher panelist, Society for Consumer Psychology conference Feb , 2012, Las Vegas, NV. Embodied Mental Simulation, Social Psychology Seminar on Embodied Cognition, University of Michigan, Fall 2011; University of Texas at Austin, January Smell and Memory, Schulich University, Toronto, February 2010; University of Dauphine at Paris, April 2010; University of Madison at Wisconsin, September 2010; Hosmer talks, University of Michigan, Winter 2011; London Business school April 2011; Koc University, Istanbul March 2011.

17 ACR Doctoral Consortium faculty, 2010; AMA Doctoral Consortium Faculty, 2010; Informs Doctoral Consortium faculty 2009, Ann Arbor. Senior Speaker (of three invited speakers) at the first Stern School Doctoral Alumni Reunion Conference, New York University, Krishna, Aradhna, Spillover effects of cause-related products in a product portfolio, Strategy group at Univ. of Michigan Fall 2006; Marketing Group at Univ. of Michigan Winter 2007; New York University, Spring 2007; Texas A&M Marketing Camp April 2007; Marketing Consortium at the Aspen Institute, September 2007; Economic, Political and Public Sciences Group, University of Texas at Dallas, January 2009; University of Dauphine at Paris, May 2009; Ohio state university, Fall 2009; University of Houston, Fall 2009; STIET seminar series -- Computer science, Economics and Information Science, University of Michigan, Fall 2009; Hosmer talks, University of Michigan, Winter Beyond the Proustian Phenomenon: The Effect of Product-Embedded Scent on Memory for Product Information, Marketing Group at Univ. of Michigan Winter 2008; University of Dauphine at Paris, April Informs Doctoral Consortium, July 2007; AMA Doctoral Consortium, University of Arizona at Phoenix, May 2007; ACR Doctoral Consortium, Memphis, October Krishna, Aradhna, A Focus on Exchange Mechanisms, University of Indiana at Bloomington, Fall 2006; Washington University, St. Louis, Spring 2006; University of Minnesota, Winter 2006; University of California at Berkeley, Winter 2006; Cornell University, Winter 2006; National University of Singapore, Summer 2005; INSEAD Singapore, Spring 2005, HKUST, Fall 2004; AMA Doctoral Consortium Faculty, University of Maryland, Summer AMA Doctoral Consortium Faculty, University of Southern California, Summer INFORMS Doctoral Consortium Faculty, July Krishna, Aradhna A Behaviorist Approach to Pricing and Promotion, Singapore Management University, Spring 2005; Hong Kong University of Science and Technology, Fall 2004; National University of Singapore, Fall 2004; INSEAD Fontainebleau, April 2004; Distinguished Speaker Series, Leeds School of Business, University of Colorado, Boulder, Oct Krishna, Aradhna and Linda Salisbury, Consumer Refund Behavior: A Waste Aversion and Responsibility Perspective, University of Michigan Decision Consortium, February 2004.

18 INFORMS Doctoral Consortium Faculty, July Krishna, Aradhna and Michel Wedel, A Behaviorist Approach to Non-Linear Pricing: How Do Consumers Respond to Non-Linear Prices?, Duke University, Spring 2003; Pricing Camp at the University of Illinois, Urbana-Champaign, Spring Christina L. Brown and Aradhna Krishna, "Default Effects in Choice," University of Michigan Decision Consortium, February 2002, University of Michigan Hosmer Lunch series, September Fred Feinberg, Aradhna Krishna and John Z. Zhang, Do Relative Prices Matter?: A Bounded-Rationality Approach to Targeted Pricing, University of British Columbia, Spring 2001; Hosmer Series, University of Michigan Business School, AMA Doctoral Consortium Faculty, University of Southern California, August 1999 Krishna, Aradhna and Z. John Zhang, Short- or Long-fuse Coupons: The Effect of Expiration date on Coupon Profitability, Univ. of Michigan, University of Wisconsin at Madison, University of North Carolina at Chapel Hill, Tuck School of Business Dartmouth, University of Illinois, Urbana-Champaign, Featured speaker at a conference on Planning, Measuring and Evaluating Consumer Promotions, organized by the Institute for International Research, New York, September Consumer Perception of Deals: Biasing Effects of Varying Deal Prices, Pricing Camp at the University of Illinois, Urbana-Champaign, Fall Krishna, Aradhna, A Normative Retailer Ordering and Pricing Model Incorporating Expectations of Future Deals, New York University Brown Bag Lunch Series, Spring 1996; Management Science Seminar Series, Columbia University, Fall 1995; MarketingModelers, New York, Fall 1995; Temple University Seminar Series, Spring 1995; Washington University at St. Louis, Seminar Series, Spring 1995; Cornell University,Fall 1994; Columbia/NYU/Yale symposium, Summer Krishna, Aradhna, Consumer Expectations of Promotions and How These Expectations Affect Purchase Behavior, University of Florida, Gainesville, Fall Krishna, Aradhna and Robert W. Shoemaker, The Effects of Higher Coupon Face Values on Brand Choice, Purchase Quantity and Timing of Redemption Purchases, MSI Conference on Sales Promotion, Boston, Summer Krishna, Aradhna, Imran C. Currim and Robert W. Shoemaker, Consumer Perceptions of Promotional Activity, Columbia-Wharton Colloquium, Philadelphia, Spring Krishna, Aradhna, Consumer Expectations of Deal Frequency and Sale Price and How

19 These Expectations Affect Purchase Behavior, invited presentation for winning the AMA Doctoral Dissertation Competition, AMA Summer Educators' Conference, Washington, D.C., Summer 1990, Columbia University, University of Chicago, Rutgers University, University of Madison at Wisconsin, University of Minnesota and Minneapolis, University of Southern California, University of Texas at Dallas, University of Illinois at Urbana- Champaign, CONFERENCES ORGANISED Co-Chair, American Marketing Association Doctoral Consortium, Ann Arbor, Summer Sensory Marketing Conference, Ann Arbor, June Special Sessions organized at several Association for Consumer Research, Society for Consumer Research, and Marketing Science conferences. SELECTED SERVICE Editorial Service Guest Editor, Special Issue of the Journal of Consumer Psychology on Sensory perception, embodiment, and grounded cognition: Implications for consumer behavior, published in April Lead Area Editor for Research Reports, Journal of Consumer Psychology (2011-) Associate Editor, Management Science (2008-) Area Editor, International Journal for Research in Marketing ( ) (Inception) Area Editor Short articles, Journal of Consumer Psychology ( ) Editorial Review Board: Journal of Marketing Research (1995-) Editorial Review Board: Marketing Letters (1995-) Editorial Review Board: Marketing Science (2003-) Editorial Review Board: Journal of Consumer Research ( ; 2008-) Editorial Review Board: Review of Marketing Science (2000-) Outstanding reviewer Award for JCR ( ) Among top 10 reviewers (#6) for Marketing Science, 2003 Guest Area Editor, Marketing Science, 2005, 2006, Institutional Service Member, Recruiting Team, 1998 summer Member, Doctoral Program Committee for Marketing 1999, 2000 Head, Recruiting Committee for Marketing, 2000 Head, Doctoral Program Committee for Marketing, Member, Society of Scholars Program Committee, 2002 Member, Benton Chair Search Committee, 2002

20 Member, Marketing Area Vision Statement Committee, Head, Interim Recruiting Committee for marketing, 2002 Head, Society of Scholars Program Committee, 2003 (had to run the program that program but also bring it to a close) Head, Business School, Ph.D. Committee 2003 (conceived of and put into place a program to encourage doctoral students to complete their prelim requirements within a specified time; this leads to much cost saving for the business school and also additional research money for the doctoral students) Member, Marketing Area Chair Search Committee, 2003 Member, Marketing Planning Committee, 2003 Member, Research Committee, 2004 Conceived of and initiated the WAARM committee (Women s Academic Advisory for Research & Mentoring), 2004 Member, Marketing Planning Committee, 2004 On sabbatical Head of one of three Marketing Area Recruiting Committees (for different level of hires), 2006 Chair, WAARM committee, 2007 Member, Curriculum Review Committee, 2007 Conceived of and started OFIL seminars (Odd-Friday-Idea-Lunch) where students and faculty can present their new potentially interesting research idea and get feedback, 2008 Member, Research Committee, 2008 Chair, Strategic Planning Committee for Marketing, 2008 Gave talks about the mission of the school at faculty and alumni meetings, 2008 Ran the OFILs seminars, 2009, 2010, 2011 Member, Research Committee, 2009 Member, Community Values Committee, 2010, 2011 Conceived of and started FCONs (faculty conversations) where faculty gets together and talks about research (new or old) and gets feedback from colleagues, 2012 Put in a proposal to host the American Marketing Association Doctoral Consortium in 2012; Michigan (Ross) will host it in Member, BBA program committee 2013 (pursuant to that, am designing a new BBA 3 day capstone experience) Organizer, Marketing Ph.D. camp 2013 introduced a speed dating feedback format. Member, BBA program committee 2014 Organizer, Marketing Ph.D. camp 2014 Lecture to Marketing Club on Sensory Marketing, December 2014 COURSE DEVELOPMENT MBA: Have developed an MBA and a BBA course on sensory marketing where all the materials have been developed by me. This is the only course on Sensory Marketing offered anywhere. Ph.D.: Have developed courses on Sensory Marketing as Applied Sensation & Perception;

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